Dominican University Graduate School of Library and Information Science

Transcription

1 Dominican University Graduate School of Library and Information Science GLIS 761 Marketing Public Relations for Libraries Crown 310A 6-9PM Instructor: Alexis H. Sarkisian

2 Course Catalog Description LIS 761 MARKETING/ PUBLIC RELATIONS A seminar focusing on skills needed by libraries to research, plan and implement an effective public relations program for all types of libraries. Five components are covered: general background, planning, design, implementation and marketing of the library. Prerequisites: Core courses plus required management course. Course Overview Marketing is a discipline that involves specific skills and processes of best practice. You will obtain the basic knowledge of marketing and understand how marketing is an integral and strategic element in the day-to-day management of multi-type libraries. You will learn how to apply the marketing process to create a strategic library marketing plan utilizing: 1. a customer/patron based orientation; 2. the elements of the marketing mix; 3. the six P s of marketing, product, price, place, promotion production, and publics; 4. the elements that assist in the marketing efforts: advertising, PR, sales and promotion Once you learn the basic elements of marketing, you will be asked to analyze a variety of library types based upon the integration of the marketing mix as well as evaluate effectiveness of the efforts. Course Resources Keeping It Simple: Developing a Marketing Plan for Your Library Please visit this site and obtain your own login and password. There are no fees assigned. Once you do this, you will note in the syllabus that you will be referred to this site. (1) Page #2 - Syllabus GLIS 761. Sarkisian

3 Key Course Topics 1. Introduction - What is Marketing? How does marketing apply to the non-profit market place? Is marketing PR? Do the skills of librarianship and marketing have any parallels? 2. Should library marketing be customer driven or product driven? 3. What goes into a strategic marketing plan? Who should be involved with creating that plan? 4. What are the six P s and why are they important? 5. What is a SWOT analysis and why is it important? 6. What role does research and information play in the marketing process? How is that information obtained? 7. Who should be executing the marketing plan? 8. How can partnerships help the marketing effort? What can partnerships offer the library? 9. What about finances? Should marketing have a line in the library budget? 10. What role does PR, advertising, sales and promotion have in terms of marketing. 11. What role does perception play in the marketing process? How does the library compare with other service oriented Organizations and businesses? 12. Getting the community leaders involved in the library. Why? 13. Opportunity. How does opportunity apply to marketing and how do you know when a situation, experience or interaction can be turned into an opportunity? 14. What constitutes success? When is a marketing effort successful, and how much time does it take to begin seeing change? Page #3 - Syllabus GLIS 761. Sarkisian

4 15. How can marketing assist you and the library staff in becoming effective library advocates? Course Objectives This course is designed to help students: 1. Understand and define marketing for libraries; 2. Identify the relationship between marketing and public relations, promotion, sales and advertising; 3. Understand why marketing is critical to the day-to-day functioning of a library; 4. Identify elements that are contained within a marketing plan; 5. Conduct a marketing audit by collecting data and information that will assist in writing a marketing plan; 6. Evaluate information obtained in a marketing audit; 7. Write a marketing plan to meet needs established in the audit; 8. Establish a strategic plan for implementing the marketing plan; 9. Create tools for measuring outcomes of marketing efforts; 10. Learn how to retool the marketing mix 11. Define their own attitudes toward marketing; 12. Understand that they will be one of the best marketers the library has. 13. Understand the common skills sets between marketing and Librarianship. As we compare these course objectives with the objectives of the MLIS degree program, we will find that marketing is either directly related or can have a direct impact on each of the following seven goals: 1. Articulating and applying a philosophy of service that incorporates An awareness of the legacy of libraries and information centers Within our culture; 2. Promoting the professional values of ethical responsibilities, Intellectual freedom and universal access to information; 3. Identifying and analyzing information needs and opportunities of Individuals and organizations, both within the traditional information Service areas as well as the broader information sector; 4. Developing creative solutions to information problems by Integrating relevant models, theories, research and practices; 5. Designing, implementing and evaluating systems, technologies, Services and products that connect users with information; 6. Practicing a variety of management, communication and Organizational skills to facilitate appropriate change within Page #4 - Syllabus GLIS 761. Sarkisian

5 Learning communities; and 7. Teaching others to identify, analyze, organize and use information. ASSESSMENT + Attendance Students are expected to attend each class. Absences must be discussed with instructor unless there is an Emergency. Because a significant portion of the class Is based upon group activity. Your attendance will be necessary. Late arrivals will not be penalized if occasional and not chronic. + Assignments Assignments are due as indicated by instructor unless discussed with instructor. + Grades Grades will be based upon the following: Class Participation (30% of Grade) This includes your attendance, asking relevant questions, sharing information, and participating in class discussion and activities. Assignments and Quiz (15% of Grade) There will be one short quiz and a variety of short written and reporting assignments. Group Presentations (20% of Grade) Students will work in small groups to present a marketing plan for a fictitious library that the group creates. All members of the group must participate in the planning and the delivery of the marketing plan. The presentation must be professional and incorporate the use of best practices in adult learning. You will need to have a summary of the marketing plan to offer to the rest of the class in addition to the instructor. There must be a complete marketing plan prepared along with a detailed description of the library turned in at the time of presentation. The plan must also include a suggested budget, and recommendation that is related to advocacy. Finally, there will be a reflection in terms of how the groups worked together. Page #5 - Syllabus GLIS 761. Sarkisian

6 Upon completion of the marketing plan, the same group will then create an integrated PR campaign implementing their marketing recommendations. The campaign will include word of mouth, social media and traditional media elements. The campaign will focus upon one or more recommendations and include an activity or an event that is created in direct correlation to the marketing recommendations. Finally, there also needs to be a process to measure success. Marketing Audit (35% of Grade) You will be expected to conduct a marketing audit of at least one public library (can be your own) and one other library (can be your own) which could include an academic, school or special library.. You will need to write a summary report of what you have found including examples of documents, photos, web sites, etc. The report should also include a swot analysis, how they are utilizing the 6 P s, recommendations for improvement, and an evaluation tool. It is expected that all work should be of professional quality and submitted on time. The analysis and synthesis of ideas from a variety of sources is anticipated in the assignments. Your assignments should be free of mechanical errors including spelling and grammar. Note: Marketing/Public Relations is taught using the Socratic Method of questioning, and exploration. Each student as a member of this class is expected to participate, contribute, and collaborate to make our class time a significant learning experience. From time to time modifications in the weekly assignments might take place. Note regarding late assignments: Assignments are due at the beginning of the class session on the date indicated. The grade on an assignment will be lowered one full grade per week when the assignment is received after the date due. Academic Honesty and Integrity: All students of the GSLIS are expected to observe high standards of academic honesty and integrity. Any student whose conduct violates such standards may be subject to disciplinary action as determined by due process. (GSLIS Bulletin, p. 23) Page #6 - Syllabus GLIS 761. Sarkisian

7 Course Calendar PLEASE NOTE: Each week you will be asked to bring in an element associated with marketing that you would like to discuss and present to the class. Class #1 Course Introduction Syllabus Review What is Marketing? Discussion of the Communication Model 6 P s of Marketing product, price, place, promotion production, and publics In class small group activity related to the 6P s For Class #2 Sign on to, Web Junction, Visit Illinois Web Junction and get your user ID and password (see below) Visit Keeping It Simple: Developing a Marketing Plan for your Library, and read through the first chapter. Following is the direct information regarding how to register for Web Junction. Just a reminder for you and the students the process is that if they are not registered with WebJunction Illinois they need to go to the site at click on the Create Account and in the process of creating their account, they need to affiliate with Illinois. If they don t affiliate with Illinois, they will still see prices on the courses when they try to enroll. Once they have registered, affiliated and been approved, they should be able to enroll in the Marketing course for free. Please note that you are a Dominican Student. Class #2 Bring in an article or example associated with the Communication Model. Discussion regarding elements in a marketing plan. Break into small groups and begin discussion and preparation for creating a library marketing plan. For Class #3, Select a non-profit organization in your community. describe what you perceive as its marketing efforts. Are those efforts customer based? How do you know? If it is not, what might they Page #7 - Syllabus GLIS 761. Sarkisian

8 do to become more customer based? This should not exceed two typewritten pages. Class #3 Visit Marketing 102 of Web Junction Bring in an article or example for class discussion regarding advertising. Discuss Non-profit organization in class. You may use any collateral materials to discuss with class as well Small group meetings to continue work on your marketing plan Due Class #4, Using the same organization that you wrote about last class, prepare a SWOT analysis for the organization. What did you learn from preparing a SWOT analysis? Class #4 Bring in an article associated with library advocacy Visit review the web site with attention to the issues and advocacy section. Bring in an example of a PR campaign that you think has worked well. Be prepared to discuss it with the class. Discuss your Non-profit organization SWOT analysis Small group meetings to continue work on your marketing plan Class #5 We will be meeting at the Pritzker Military Library with Christie Standford. Details will follow. The address is: 104 S. Michigan Ave. Chicago, IL (312) Page #8 - Syllabus GLIS 761. Sarkisian

9 Class #6 There will be an out of class activity. You will be asked to visit a library with which you are not familiar. There will be a hand out with a description of your assignment. The assignment will be presented on Class #7 There will be a short quiz. Communication strategies, including with media Integrating this strategy into the day-to-day library operations Bring in an article associated with the business of marketing and be prepared to present it to the class. Each of you will be asked to do a short presentation of your out of class assignment. You will have time to work in your groups. Class #8 Class #9 Presentation of the group marketing plans Discussion regarding Creating a PR Plan with Activities as your next step, along with what exactly constitutes effect PR. Partnerships Web Junction Review elements that are integral to an effective partnership Work on group PR Presentations Due Class # 10 Prepare a marketing plan for yourself as it pertains to your career or any other goals you might want to consider. Be prepared go give a short presentation in class Due Class #11 Identify a library website that you consider to be Page #9 - Syllabus GLIS 761. Sarkisian

10 good. Write a short description of why you think the site works and how it is a good marketing tool for the library. Come prepared to present the web site to the class. Be sure to incorporate the 6 P s in your explanation as well as any special partnerships that you have identified. Class #10 Marketing Yourself - Present a short marketing plan for yourself Discussion regarding the role of communication and leadership as it pertains to working on a marketing team. Continue working on your PR Plan Class #11 Presentation of Library Web sites How to Work with traditional Media, Web Junction 104 Review of various ways that libraries work with the media Due Class #12 Prepare an annotated bibliography reflecting the use of social media and its value for libraries. Be prepared to discuss in class Class #12 Integrating Marketing Elements How to Launch a PR/Marketing Effort Present PR Plans Review of various options in terms of working with the social media Page #10 - Syllabus GLIS 761. Sarkisian

11 Week #13 Bring in article associated with evaluating marketing Discussion regarding evaluation and review of best evaluation practices. Discussion of the John Cotton Dana Awards Week #14, 15 Each student will present his/her marketing audits to the class. Each student will include a written presentation along with samples of marketing/collateral materials. Each student will have 5-7 minutes for their presentation and a few minutes for Q & A.